The Influence of Information, Brand, Medical Representatives and Sales Promotion on Physician Prescribing Decision

摘要

Abstract Objectives There is a lot of debate over the influence of marketing efforts on the prescribing decisions of physicians. Accordingly, this study is an attempt to determine the influence of four marketing efforts (available information on a drug, brand of a drug, medical representatives (MRs) and sales promotion) on the drug prescribing decisions of physicians in Yemen. Method A survey research was conducted among physicians in Yemen. A total of 393 usable questionnaire responses were analysed using partial least squares structural equation modelling (PLS‐SEM). Four hypotheses were proposed on the influence of marketing efforts on drug prescription, and the relationships were validated. Key findings The study found that marketing efforts have varying effects or no effect. Available drug information, sales promotion and effectiveness of medical representatives (MRs) were found to have no effect on the prescribing decisions of physicians, while the brand of a drug has a positive and significant effect. Conclusions This research showed how some marketing elements (available information on a drug, brand of a drug, sales promotion and effectiveness of MRs) could be used to explain the prescribing decisions of physicians. The study found that information available on a drug, sales promotion and effectiveness of MRs have no significant effect on prescribing decisions. On the other hand, the prescribing decisions of physicians were shown to be significantly and positively influenced by drug brands.